SENSEX
NIFTY
GOLD
USD/INR

Weather

image 14    C

Business News

News

Business / Livemint

details

Observer Effect: Why media measurement remains perpetually broken

25 years ago, the business of advertising moved online with the promise of better measurement and more accountability. Traditional mediums followed suit so that today, advertisers and publishers are drowning in data. So why is media measurement still so untrustworthy? 

7 Dec 2025 2:00 pm